The objective of this session is to facilitate and advance the
application and development of Service-Dominant logic by reflecting
on its past and projecting future avenues. The proposed session will
help drive the further evolution of Service-Dominant logic
particularly as it relates to further development of marketing
theory and practice. On a broader scale, the session will also
address what we have learned to better advance the development of
conceptual and theoretical articles in major journals.

Since its formal introduction to the marketing field with Vargo and
Lusch’s Journal of Marketing article in 2004, Service-Dominant
logic has challenged many of the bounds of marketing thought,
including its view of value and the value creation process. In the
past decade, it is hard to find a conceptual article that has
attracted so much attention and spawned the level of subsequent
research across disciplines as did the 2004 article. The special
session will touch the content, methodological and substantive
domain of Service-Dominant logic research. This special session will
discuss and aim to push further the bounds of Service-Dominant logic
and its application in academia and business practice.

The session begins with a presentation of a paper that maps and
summarizes the articles that can be traced to the seminal 2004 work,
and then will deliver prepared commentary from a panel of experts in
the field. The final third of the session will be devoted to
audience discussion with the panelists.

Session Chair and Panel Moderator:Thomas W.
Gruen, Professor of Marketing, University of New Hampshire,
USA.